This study investigated the viability of using a Pan‐European approach for professional service offerings in Europe by first establishing measurement equivalence and then exploring the influence of culture on service quality and customer satisfaction. Utilizing scenarios involving a dental...

Purpose – The research seeks to extend the notions of utilitarian and hedonic value to account for outcomes of consumer service encounters. Design/methodology/approach – The research question is examined using a sample of Korean restaurant consumers who used a structured questionnaire to...